The 30-second TV commercial, featuring two popular Taiwanese stars, Rainie Yang and Show Luo, will air on the free-to-air Chinese channels including Channel 8, Channel U, W drama and E-City in the country.
Louis Song, country manager of Tencent’s international business group for Malaysia and Singapore, said the company hopes to gather more mindshare in the country.
“Singapore is a very strong market like Hong Kong, Taiwan, Malaysia, and Thailand,” he said. “We are witnessing a sturdy growth in mobile application platforms.”
As of February, Singapore had more than 8 million mobile subscriptions, at a penetration rate of 153 per cent of the population, according to Infocomm Development Authority of Singapore (IDA)’s latest statistics on telecom services.
Although WeChat has more than 300 million users globally, according to Ovum, Whatsapp appears to be more popular in Singapore than WeChat, not to mention competition from other mobile messaging apps, such as Japan’s Line and South Korea’s Kakao Talk, which have also been fighting over users in Southeast Asia.
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